Kenneth Cole showcased its Spring 2014 collection from the points of view of popular Vine videographers.
For ‘Your Point of View Depends on Your Points of View’, the fashion brand “hacked” Vine in real-time to pull together a mosaic of more than 120 short films showing footage of the behind-the-scenes preparations and the collection's debut.
The event, devised by AKQA, was shared live with the public at KennethCole.com, streamed live on-site on plasma display and pushed out on Vine and Twitter, Facebook, Instagram and Pinterest.
“I’ve always believed fashion is the one true universal language,” said Kenneth Cole. “And now through the ever-emerging social platforms we can make it available to everyone, everywhere. The messaging this year with the help of 6- second short videos will allow everyone to experience the product in a more curated way.”
“The live stream Vine mosaic takes a single event in New York City and transforms it into an engaging global experience in an entirely new way,” added Rei Inamoto, CCO/VP of AKQA.
Some of the Vine users involved included: Meagan Cignoli, Jesse Hlebo, Jodi Jones and Jason Mante.